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# Competitor Intelligence

### What is it?

Understand how competitors compete: their strategy, distribution, and brand strength. Includes competitive audit, distribution intelligence, and competitor brand strength.

***Also known as:*** *Competitive analysis, competitive intelligence, competitive audit*

### Why it matters

Competitive position is relative. A business can improve on every internal measure and still lose ground if competitors are moving faster or more effectively. Competitor Intelligence gives the organisation a clear view of how it is positioned relative to others, where competitors are investing, how they are reaching the market, and how their brand is perceived. This view is essential for positioning decisions and resource prioritisation.

### When it matters most

Competitor Intelligence is most critical when a new competitor enters the market, when a competitor makes a significant move (a rebrand, a new product, a pricing change, or a channel shift), or when the business is reviewing its own positioning or go-to-market strategy. It should also form part of any major investment decision where competitive response is a relevant factor.

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### AoM Connected Tools

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